engaging patients with social media

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Engaging Patients with Web 2.0 and Social Media Tao Le, MD, MHS Partner, Central Allergy & Asthma Chief and Clinical Associate Professor Section of Allergy & Immunology Department of Medicine University of Louisville

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Presented at the 2011 ACAAI Annual Meeting

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  • 1. Tao Le, MD, MHS Partner, Central Allergy & AsthmaChief and Clinical Associate ProfessorSection of Allergy & Immunology Department of Medicine University of Louisville

2. Learning Objective To discuss Web 2.0 and social media tools for patientcommunications and engagement To explain best practices and potential pitfalls of usingsocial media. 3. Disclosures None 4. Slides available at:www.slideshare.net/taolemd 5. Why Engage Patients Outside theOffice To promote your practice To build a patient community To provide care 6. Why Use Web 2.0 and SocialMedia? Its where your patients are Facebook = 800+ MM users, 1 trillion hits/month Twitter = 200 MM users, 200 MM tweets/day Patients < 30 texting, twittering, friending Its free or almost free Its shows that you have a modern practice sick, pureawesomeness, FTW!!!! 7. What is Web 2.0 and Social Media Web 2.0 = web applications that facilitate Information sharing Interoperability User -centered design Collaboration Web 2.0 = Social Media http://en.wikipedia.org/wiki/Web_2.0 8. Blogging Blog = short for weblog Basically a web diary or personal journal Most recent entries are at the top Top blogging platforms WordPress --free Bloggerfree Tumblr TypePad 9. Anatomy of a blog1. Advertising2. Title3. Date4. Post title5. Post text6. Posting information7. Comments8. Previous posts9. Archiveshttp://wwww.blogbasics.com 10. What Do I Blog About? Whats new about your practice New staff and services Flu shots Practice involvement in the community Discussions of common allergy and asthma topics Interesting allergy and asthma news Obamas pet allergic kids Food allergic kids getting bullied 11. Writing Tips Keep posts short and sweet Write casually but mind your grammar! Personality and humor is good 12. Blog Tips Link it to your practice site Rotate physicians and staff as bloggers Update content frequently 2-5x week Maintain and editorial calendar Monitor comments For more advice, go to: Blogbasics.com Bloggingtips.com 13. Facebook Biggest social network >> Google+>>Myspace Platform for meeting friends and keeping themupdated FB Pages (vs. Groups) like a blog Publicly available URL: facebook.com/yourpractice Members become of a fan of your page You can add posts, pictures, videos, discussions Fans can post, like or comment on your posts 14. Facebook Tips Link to practice website Post same types of topics as in a blog, but briefer! EITHER monitor fan comments and posts OR turn off ability to do so Make frequent updates Run promotions to pump up your like numbers User Involver.com to syndicate blog posts and tweetsto your Facebook page 15. Facebook Vs. Blog Facebook Blog Connect with current Display your expertise and potential patients Develop depth of Share content that is content to distinguish both relevant and your practice interesting Bring readers up-to-date Keep fans in the loop with latest allergy with upcoming eventsdevelopments Improve search engine rankings 16. Twitter Social network and microblogging service Tweets limited to 140 characters Tweets are seen by your followers You can follow others You can retweet other tweets to followers 17. Twitter Tips Tweet blog posts and links to interesting A/I articles Retweet ACAAI/AAAAI, other colleague tweets User Futuretweets to schedule tweets Use bit.ly, goo.gl, t.co to shorten links 18. YouTube Video-sharing website 3+ billion views/day 48 hours loaded every minute Videos embeddable in other sites 19. YouTube Tips Keep the videos short Cover common allergy and asthma topics Consider off-camera interviewer style Consider using a local video production company Embed on website, blog, Facebook, Twitter, etc 20. Pitfall of Social MediaChallengeSolutionYou cant take it back Policies to review content before postingPrivacy issues HIPAA/privacy policyThe professional and the personal blur Separate personal vs. professional accountsPatients/family may publicly air Respond immediately; take it offlinegrievancesDoes not happen overnightPrepare for a long term commitment? Return on investment Invest incrementally; reassess frequently 21. Conclusion Web 2.0/social media is where are patients are An effective means of creating a patient community Mostly free or low cost Requires a long term commitment and modestexpectations Many tutorial/guides that can be Googled 22. Links Blogbasics.com Bloggingtips.com http://www.facebook.com/pages/American-College-of-Allergy-Asthma-and-Immunology/105466459483136 http://www.alertpresence.com/2010/02/08/5-of-the-best-facebook-medical-practice-fan-pages/ Twitter.com/wheezemd http://www.atlantaallergy.com/ http://www.allergyasc.com/